Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 25 ISSUE 2
Written by Andreea Iuliana VÎRLAN (SAVA), Maria BOBEICĂ (COLPOȘ), Georgiana Armenița ARGHIROIU, Silviu BECIU

Romania, with its millennia-old viticultural tradition, has significant potential to develop wine tourism as a driver of rural development, cultural preservation, and economic growth. While vineyards have long been integral to local culture, wine tourism has only recently emerged as a niche blending heritage, gastronomy, and immersive experiences. Historically, vineyards focused on grape production, but diversification led to complementary activities like tourism. Initially centred on passive observation during vineyard tours, wine tourism is now shifting towards experiential activities, engaging visitors in the stories and culture of winemaking. Despite its potential, the sector lacks in-depth research or a detailed SWOT analysis. This paper traces the sector’s evolution from traditional grape cultivation to an industry balancing production and tourism and identifies key opportunities and challenges, emphasizing the need for strategic investments. These include creating cohesive wine routes linking wineries and cultural landmarks, improving infrastructure, and launching targeted campaigns to position Romania as a global wine tourism destination. By addressing these needs, Romania can leverage its cultural heritage and exceptional wines to attract international audiences.

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